Brand Gap, The: Revised Edition

The Brand Gap presents a unified theory of brand-building. This book shows how both ways of thinking can unite to produce a ‘charismatic brand’ – a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn: the new definition of brand the five essential disciplines of brand-building how branding is changing the dynamics of competition the three most powerful questions to ask about any brand why collaboration is the key to brand-building how design determines a customer’s experience how to test brand concepts quickly and cheaply the importance of managing brands from the inside 220-word brand glossary —- ISBN: 9780321348104 | ISBN10: 0321348109 | ISBN-13: 978-0321348104